Kentucky Derby vs. Indianapolis 500: The Ultimate Fan Experience Challenge Jackie Reau

About the Project 2 Overview I attended the 2011 Kentucky Derby and the 2011 Indianapolis 500 to determine which sporting event offered the “Ultimate Fan Experience” based on an event audit. The event audit was based on a scorecard I developed to rate the events from “street to seat” based on a 1-5 scale with analysis to support each rating. The final score is an average of the total scores for each event. In this presentation, you will find my overall ranking for each event as well as recommendations for enhancements to their overall fan experience.

About the 2011 Kentucky Derby 3 Team Valor International’s Animal Kingdom ridden by John Velazquez, ran past Nehro in mid-stretch and pulled away to a 2 ¾-length victory to win the 137th running of the $2,171,800 Kentucky Derby Presented by Yum! Brands (GI) before a record crowd of 164,858 on Saturday afternoon at Churchill Downs. The previous attendance record for a Kentucky Derby was established in 1974 when 163,628 were on hand for Cannonade’s victory in the 100th Run for the Roses. This year, Animal Kingdom returned $43.80, $19.60 and $13. Nehro returned $8.80 and $6.40 with Mucho Macho Man returning $7 to show.

About the Fan Experience 4 The Kentucky Derby is steeped in traditions to engage and excite fans. These traditions are used to enhance the fan experience at Churchill Downs and include the following: Garland of roses draped on the winning horse and jockey for great photo opportunities The Twin Spires, a dramatic backdrop for fan photos at Churchill Downs and a major focal point for merchandise “My Old Kentucky Home,” the song sung by fans before the running of the Kentucky Derby The Mint Julep, the official drink of the Kentucky Derby sold at the concession stands and by the in-seat vendors The Infield, where some 80,000 fans gather for the party scene of the Kentucky Derby

About the Kentucky Derby 5 John Velazquez aboard Animal Kingdom on his way to the Winner’s Circle of the 137 th running of the Kentucky Derby.

About the Kentucky Derby 6

7 The Infield The Grand Stands

Rating the Fan Experience 8 For the event audit of the 2011 Kentucky Derby, I identified 40 fan experience touch points ranging from on-line ticket purchase and parking to restroom cleanliness and overall fan atmosphere. Each touch point was ranked on a scale of 1-5 with five serving as a rating of outstanding fan experience. (The audit was similar to the one used for the Indianapolis 500 to maintain consistency.) The overall fan experience ranking for the Kentucky Derby was: 4.1 out of 5 Please see Event Scorecard as separate attachment.

Opportunities for the Fan Experience 9 Based on the event audit, I would offer the following opportunities to enhance the fan experience at the Kentucky Derby: Enhanced on-line visitor guide with tips on entering/exiting the facility Increased signage with maps to guide visitors to the correct entrance and exit for their seat locations Review of the merchandise line to determine areas of new revenue opportunities geared to women, children Additions of restroom facilities to avoid 30+ minute waiting time in line Review of event entertainment to include live music, technology (Twitter feeds, Facebook status updates) to share with fans between races

About the Indianapolis Dan Wheldon earned $2,567,255 from an overall purse of $13,509,485 for his victory Sunday, May 29 in the 100th Anniversary Indianapolis 500 Mile Race. Wheldon’s No. 98 William Rast-CURB/Big Machine car for Bryan Herta Autosport with Curb/Agajanian passed JR Hildebrand’s No. 4 National Guard Panther Racing car on the final straightaway of the race after Hildebrand drifted high to avoid traffic in Turn 4 and hit the SAFER Barrier. While Indianapolis Motor Speedway officials do not release attendance or revenue figures, IMS CEO Jeff Belskus stated that ticket revenue was up seven percent over last year resulting in a seven-figure increase in revenue. anniversary-indianapolis-500-victory/

About the Fan Experience 11 The 100 th anniversary of the Indianapolis 500 was a milestone opportunity to engage fans with multiple touch points. These traditions were used to enhance the fan experience at Indianapolis Motor Speedway and included the following: 100 th anniversary commemorative program and ticket Special Indy 500 Sports Illustrated edition with purchase of official program Commemorative merchandise including a $1 million Indy 500 diamond necklace Celebrations and appearances by all living former champions of the Indy 500 Enhanced technology features unveiled (print your own tickets)

About the Indianapolis The field for the 100 th Anniversary of the Indianapolis 500 at Indianapolis Motor Speedway.

About the Indianapolis

About the Indianapolis The Infield The Pagoda

Rating the Fan Experience 15 For the event audit of the 2011 Indianapolis 500, I identified 40 fan experience touch points ranging from on-line ticket purchase and parking to restroom cleanliness and overall fan atmosphere. Each touch point was ranked on a scale of 1-5 with five serving as a rating of outstanding fan experience. (The audit was similar to the one used for the Kentucky Derby to maintain consistency.) The overall fan experience ranking for the Indianapolis 500 was: 4.3 out of 5 Please see Event Scorecard as separate attachment.

Opportunities for the Fan Experience 16 Based on the event audit, I would offer the following opportunities to enhance the fan experience at the Indianapolis 500: Enhanced communication with Indianapolis Police to identify and decrease traffic congestion for fans traveling to the track Offer a smart phone app for IMS (for $.99 purchase) where fans can connect directly to the radio broadcast to further engage them Offer additional driver-related merchandise throughout the track, not just the Infield areas Provide follow-up communication via in 24 hours to engage fans with link to fan satisfaction survey, commemorative winner’s merchandise, 2012 tickets

And the winner is… 17 The winner of the Ultimate Fan Experience Challenge is… 2011 Indianapolis 500

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